New Name, Logo, and Identity for Giraffe World Kitchen by Ragged Edge

Established in 1998, Giraffe (now Giraffe World Kitchen) is a chain of restaurants in the UK with a focus on family-dining (now with a focus on millennials after the families go to sleep) while bringing a little bit of various cuisines from around the world. Launched by a husband and wife team with one location, Giraffe has grown to include nearly 50 locations and was sold to Tesco in 2013, who in turn sold it to Boparan Holdings last year. Now, Giraffe has a revised name and a new identity designed by London-based Ragged Edge.Following a comprehensive research phase, Ragged Edge developed a range of propositions focusing on different elements of the offer. Consumer testing delivered a clear winner: Taste A Whole New World. Ottignon says: “The new brand idea gives Giraffe a purpose t